Huang and Symonds (2009)

How is mobile marketing defined in the paper?

A traditional marketing approach adapted for digital platformsA process of delivering marketing messages through television broadcastsA one-way communication channel for advertising productsA process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication media

From the article: Mobile marketing is defined as process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication media.

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• True

How is mobile marketing defined in the paper?

A one-way communication channel for advertising productsA process of delivering marketing messages through television broadcastsA process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication mediaA traditional marketing approach adapted for digital platforms

From the article: Mobile marketing is defined as process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication media.

• False
• False
• True
• False

How is mobile marketing defined in the paper?

A one-way communication channel for advertising productsA process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication mediaA process of delivering marketing messages through television broadcastsA traditional marketing approach adapted for digital platforms

From the article: Mobile marketing is defined as process of delivering marketing messages from businesses to consumers using permission-based and interactive communication services over mobile communication media.

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• True
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• False

According to the article, what are the THREE specific characteristics that differentiate mobile marketing from other marketing approaches?

Location-based, personalization, and interactivityPermission, acceptance, and behaviorSpeed, cost, and reliabilityVoice, messages, and web

From the article: "We also identify three specific characteristics that differentiate mobile marketing from other types of marketing approaches; location-based, personalization and interactivity."

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• False
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According to the article, what are the THREE specific characteristics that differentiate mobile marketing from other marketing approaches?

Voice, messages, and webPermission, acceptance, and behaviorSpeed, cost, and reliabilityLocation-based, personalization, and interactivity

From the article: "We also identify three specific characteristics that differentiate mobile marketing from other types of marketing approaches; location-based, personalization and interactivity."

• False
• False
• False
• True

According to the article, what are the THREE specific characteristics that differentiate mobile marketing from other marketing approaches?

Permission, acceptance, and behaviorLocation-based, personalization, and interactivityVoice, messages, and webSpeed, cost, and reliability

From the article: "We also identify three specific characteristics that differentiate mobile marketing from other types of marketing approaches; location-based, personalization and interactivity."

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• True
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What does TAM stand for in mobile marketing research?

Targeted Audience MeasurementTotal Advertising ModelTelecommunication Analysis MethodTechnology Acceptance Model

TAM is an adoption model often used for understanding specific information systems. In mobile marketing research, TAM stands for Technology Acceptance Model.

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What does TAM stand for in mobile marketing research?

Telecommunication Analysis MethodTargeted Audience MeasurementTechnology Acceptance ModelTotal Advertising Model

TAM is an adoption model often used for understanding specific information systems. In mobile marketing research, TAM stands for Technology Acceptance Model.

• False
• False
• True
• False

What does TAM stand for in mobile marketing research?

Telecommunication Analysis MethodTechnology Acceptance ModelTotal Advertising ModelTargeted Audience Measurement

TAM is an adoption model often used for understanding specific information systems. In mobile marketing research, TAM stands for Technology Acceptance Model.

• False
• True
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• False

What is the MOST vital success factor for mobile marketing according to the paper?

Advanced technologyObtaining user permissionLow costHigh-speed internet

"No matter which type of marketing approach used, obtaining the user permission is the most vital success factor."

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What is the MOST vital success factor for mobile marketing according to the paper?

Advanced technologyObtaining user permissionHigh-speed internetLow cost

"No matter which type of marketing approach used, obtaining the user permission is the most vital success factor."

• False
• True
• False
• False

What is the MOST vital success factor for mobile marketing according to the paper?

High-speed internetLow costAdvanced technologyObtaining user permission

"No matter which type of marketing approach used, obtaining the user permission is the most vital success factor."

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• True

A retail brand wants to send marketing messages to tourists who are visiting an unfamiliar city and are near their store locations. Which mobile marketing characteristic would be MOST relevant for this campaign?

PersonalizationLocation-based services with GPSInteractivityPermission-based marketing

Location-based service - "This allows the consumers to quickly seek out a desired product or service even at an unfamiliar location, and enables the brand owners to communicate to the consumers with more valid, accurate and timely information."

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A retail brand wants to send marketing messages to tourists who are visiting an unfamiliar city and are near their store locations. Which mobile marketing characteristic would be MOST relevant for this campaign?

Location-based services with GPSPersonalizationInteractivityPermission-based marketing

Location-based service - "This allows the consumers to quickly seek out a desired product or service even at an unfamiliar location, and enables the brand owners to communicate to the consumers with more valid, accurate and timely information."

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A retail brand wants to send marketing messages to tourists who are visiting an unfamiliar city and are near their store locations. Which mobile marketing characteristic would be MOST relevant for this campaign?

PersonalizationPermission-based marketingLocation-based services with GPSInteractivity

Location-based service - "This allows the consumers to quickly seek out a desired product or service even at an unfamiliar location, and enables the brand owners to communicate to the consumers with more valid, accurate and timely information."

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A mobile marketing company has stored customer profiles in their database system to identify which mobile device is related to which consumer profile. According to the paper, what critical step must they take before proceeding with further marketing activities to establish reciprocity and understanding?

Update their mobile technology to 4GGain permission from the consumersConduct a survey of consumer preferencesEncrypt all customer data

Personalization - "Since mobiles are a personalized communication system, brand owners may store the profiles of consumers' in their own system (e.g. database system) which allows them to identify whose mobile is related to a particular profile for further reference... It is also suggested that gaining permission from the consumers is required to precede further activities, and this is vital to establish reciprocity and understanding."

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A mobile marketing company has stored customer profiles in their database system to identify which mobile device is related to which consumer profile. According to the paper, what critical step must they take before proceeding with further marketing activities to establish reciprocity and understanding?

Conduct a survey of consumer preferencesGain permission from the consumersEncrypt all customer dataUpdate their mobile technology to 4G

Personalization - "Since mobiles are a personalized communication system, brand owners may store the profiles of consumers' in their own system (e.g. database system) which allows them to identify whose mobile is related to a particular profile for further reference... It is also suggested that gaining permission from the consumers is required to precede further activities, and this is vital to establish reciprocity and understanding."

• False
• True
• False
• False

A mobile marketing company has stored customer profiles in their database system to identify which mobile device is related to which consumer profile. According to the paper, what critical step must they take before proceeding with further marketing activities to establish reciprocity and understanding?

Encrypt all customer dataConduct a survey of consumer preferencesGain permission from the consumersUpdate their mobile technology to 4G

Personalization - "Since mobiles are a personalized communication system, brand owners may store the profiles of consumers' in their own system (e.g. database system) which allows them to identify whose mobile is related to a particular profile for further reference... It is also suggested that gaining permission from the consumers is required to precede further activities, and this is vital to establish reciprocity and understanding."

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• False

According to the paper, 'push' marketing approaches typically obtain higher consumer response rates than 'pull' (interactive) marketing approaches.

TrueFalse

Interactivity - "In this situation the consumers are passive, and the 'push' approach usually doesn't obtain high consumer response rate; whereas 'pull' refers to those activities that are initiated proactively by the consumers."

Permission & Acceptance section states: "Mobile marketing is well accepted and has a higher response rate from the customers, because mobile marketing applies the interactive or pull approach and permission-based campaigns."

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According to the paper, 'push' marketing approaches typically obtain higher consumer response rates than 'pull' (interactive) marketing approaches.

FalseTrue

Interactivity - "In this situation the consumers are passive, and the 'push' approach usually doesn't obtain high consumer response rate; whereas 'pull' refers to those activities that are initiated proactively by the consumers."

Permission & Acceptance section states: "Mobile marketing is well accepted and has a higher response rate from the customers, because mobile marketing applies the interactive or pull approach and permission-based campaigns."

• True
• False

According to the paper, 'push' marketing approaches typically obtain higher consumer response rates than 'pull' (interactive) marketing approaches.

TrueFalse

Interactivity - "In this situation the consumers are passive, and the 'push' approach usually doesn't obtain high consumer response rate; whereas 'pull' refers to those activities that are initiated proactively by the consumers."

Permission & Acceptance section states: "Mobile marketing is well accepted and has a higher response rate from the customers, because mobile marketing applies the interactive or pull approach and permission-based campaigns."

• False
• True

According to the paper, mobile devices can serve as a substitution for personal identities such as credit cards and bank cards after proper authentication.

FalseTrue

Personalization - "Mobile service allows personalization which means that in some situations, after careful authentication and verification, it could be used as a substitution of personal identities such as credit cards, bank cards or social security identification."

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According to the paper, mobile devices can serve as a substitution for personal identities such as credit cards and bank cards after proper authentication.

FalseTrue

Personalization - "Mobile service allows personalization which means that in some situations, after careful authentication and verification, it could be used as a substitution of personal identities such as credit cards, bank cards or social security identification."

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According to the paper, mobile devices can serve as a substitution for personal identities such as credit cards and bank cards after proper authentication.

TrueFalse

Personalization - "Mobile service allows personalization which means that in some situations, after careful authentication and verification, it could be used as a substitution of personal identities such as credit cards, bank cards or social security identification."

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A marketing manager is designing a campaign where customers can initiate contact and opt-out at any time. Based on the paper's framework, what type of marketing approach is this?

Pull (interactive) marketingBroadcast marketingTelemarketingPush marketing

Interactivity - "'pull' refers to those activities that are initiated proactively by the consumers. Thus, pull marketing campaigns should allow consumers to give their permission and the opt-out."

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A marketing manager is designing a campaign where customers can initiate contact and opt-out at any time. Based on the paper's framework, what type of marketing approach is this?

TelemarketingPush marketingBroadcast marketingPull (interactive) marketing

Interactivity - "'pull' refers to those activities that are initiated proactively by the consumers. Thus, pull marketing campaigns should allow consumers to give their permission and the opt-out."

• False
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• True

A marketing manager is designing a campaign where customers can initiate contact and opt-out at any time. Based on the paper's framework, what type of marketing approach is this?

Pull (interactive) marketingTelemarketingBroadcast marketingPush marketing

Interactivity - "'pull' refers to those activities that are initiated proactively by the consumers. Thus, pull marketing campaigns should allow consumers to give their permission and the opt-out."

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• False

What does TAM examine to determine users' intention to use a system?

Cost and availabilityPerceived usefulness and perceived ease of usePrivacy and securitySpeed and reliability

TAM Model - "In addition, TAM also examines the perceived usefulness and perceived ease of use of technologies and then determines the users' intention to use a system."

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• False

What does TAM examine to determine users' intention to use a system?

Perceived usefulness and perceived ease of usePrivacy and securityCost and availabilitySpeed and reliability

TAM Model - "In addition, TAM also examines the perceived usefulness and perceived ease of use of technologies and then determines the users' intention to use a system."

• True
• False
• False
• False

What does TAM examine to determine users' intention to use a system?

Cost and availabilitySpeed and reliabilityPerceived usefulness and perceived ease of usePrivacy and security

TAM Model - "In addition, TAM also examines the perceived usefulness and perceived ease of use of technologies and then determines the users' intention to use a system."

• False
• False
• True
• False